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Hello to helloworld – JTG’s new total brand

July 23, 2013 Corporate, Headline News 2 Comments Email Email

egtmedia59Harvey World Travel, Travelscene, Jetset and Travelworld are to be welded into a single brand, helloworld, as Jetset Travelworld (JTG) moves to unify its image.

JTG expect the first stores to adopt the new brand in the final quarter of this year and most of the transformation to be completed within 18 months.

JTG confirmed yesterday that existing members and franchisees would have the opportunity to adopt helloworld “to create an extensive network of over 1000 travel agents”. Members of existing brands can continue to operate according to their franchise and membership agreements until the end of the agreement term. Sidebar LBH 250x250

Agents (both existing and new) can become fully branded agents, helloworld associate members or join as part of an affiliate network.

The new retail network will be supported by a long-term strategic partnership with US-based online travel company Orbitz Worldwide Inc (OWW) which will see the Jetset Travelworld Group (JTG) using Orbitz global technology.

“We believe that helloworld will change the way Australians choose to travel,” JTB chief executive Rob Gurney stated.

“With more than 40 years of travel industry experience behind our agencies, the goal of helloworld is to offer travellers unparalleled convenience, industry-leading service and the best value, tailor-made travel experiences. We look forward to the journey ahead. The new brand will provide an opportunity to leverage our agents’ vast experience.”

In an issued statement, Gurney said the group’s existing portfolio of brands had served its members and franchisees well over many years.

“However, by building critical mass under a new, contemporary brand, we will drive stronger economic alignment, build purchasing power and scale and secure key supplier relationships. This unification will enhance growth, services and incentives for agents and suppliers and create a compelling multi-channel experience for customers.

“The consolidation of JTG’s marketing spend to focus on helloworld will provide franchisees with a greater share of voice through digital channels, on TV and radio, in print and in partnership with our suppliers.

“It will also build sustainable, long-term shareholder value focused on growth in Total Transaction Value (TTV) and revenue. This will build on the platform that has been established since the merger of Jetset Travelworld Limited and Stella Travel Services in September 2010 which, to date, has achieved cost reductions of over AUD 50 million.”

Gurney’s statement continued:

“In September 2012, we initiated a long-term strategic business review of JTG that focused on leveraging the Group’s scale to secure its position for success in the growing and dynamic travel industry. Following the initial review, we spent a further six months comprehensively testing and validating a wide range of strategic options with agents, suppliers and consumers to determine the most effective path for JTG’s success.

“During the strategic review, I personally spoke to over 150 agents as well as key suppliers. We conducted a survey across the entire franchise network, surveyed Australian consumers who have travelled in the past 12 months and held in-depth consumer focus groups. It has been a long and comprehensive process as we are committed to finding the most effective ways to meet the challenges of Australia’s rapidly changing travel industry. The launch of the new brand sets our direction for the future.

“Customers are increasingly looking for the ability to research and book their travel through both online and offline channels. We want our franchise network to share in this growth.”

As part of the move, JTG and OWW have agreed to enter a long-term strategic partnership whereby Orbitz will power the helloworld online travel site. OWW owns a portfolio of consumer brands that includes: Orbitz; CheapTickets; ebookers; HotelClub; RatesToGo; and corporate travel brand, Orbitz for Business. The Orbitz website was launched in 2001 and OWW has been a public company since July 2007.

“This initiative is highly complementary to the strength of the retail network and will allow helloworld to participate in one of the fastest growing segments of the travel sector in a way that has not previously been accessible,” Gurney said.

OWW chief executive Barney Harford said OWW already had “an excellent working relationship with JTG on a number of fronts” and this was an opportunity to further strengthen the partnership.

Qantas, a major shareholder in JTG,  said it supported JTG’s new direction.

“Consolidating the Group’s retail assets around a new brand and creating a stronger online offering puts the business in a better position to meet the needs of the travel trade and consumers,” Qantas chief financial officer Gareth Evans said.

Carnival Australia and The Travel Corporation also voiced support.

JTG’s website lists Jetset Travelworld Group brands as: Travelscene American Express, Harvey World Travel, Jetset Travel, Travelworld, Qantas Holidays, Viva Holidays, Travel Indochina, BestFlights.com.au, Rail Tickets, ReadyRooms.com.au, Harvey’s Choice Holidays, ATS Pacific, QBT, Atlantic Pacific Travel and Air Tickets, in Australia; United Travel, Harvey World Travel, Go Holidays, ATS Pacific, Atlantic Pacific American Express, World Aviation and QBT in New Zealand; Qantas Vacations, and Islands in the Sun in the United States of America; Tourist Transport Fiji and ATS Pacific in Fiji; Travel Indochina in Asia and the United Kingdom; and Harvey World Travel in South Africa.

Edited by : Peter Needham

Currently there are "2 comments" on this Article:

  1. AgentGerko says:

    Helloworld??? The John Laws slogan? “Hello World, this is John Laws”.
    Gawd help us. Jetset has wobbled along for decades now, full of dreams and dreadful marketing ideas. I cannot believe that someone got paid to come up with that name, and I cannot believe that any agency owner would accept becoming a Helloworld. Howls of derisive laughter.

  2. Michael says:

    Wonder howell theyll answer the phone calls? Hello Helloworld Wooloomooloo, This is Warren. No longer will Harvey World Travel benefit from being confused with Harvey Norman, consumers will think they are a mobile phone company or an online shopping website. No word Travel in their title, are they heading to take over the world in all industries, travel, mobile phones, shoe & suit shopping. What were the advertising gurus at La Drugga thinking?

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